At a time when fashion brands are under increasing pressure to demonstrate greater sustainability, Pigeon Organics is hoping to encourage other brands to donate spare stock to families in real need. Ethical childrenswear brand Pigeon Organics has been donating surplus stock to charities and community groups for several years, as brand founder Jane Shepherd explains.
“It’s a real privilege to see our high-quality stock reaching people who really need it. Donating surplus stock enhances rather than threatens our brand, and it’s something we’re happy to talk about openly. Clearly, we value and depend on our stockists and would not do anything to undermine them, which is why we carefully manage our donations.”
According to the Joseph Rowntree Foundation, 27% of children in the UK live in poverty.
Pigeon Organics has worked closely with charities such as The Cowshed, which already has a system for responding to local clothing requests. These requests might come from health visitors, social services, food banks, schools, refuges, churches, doctors and charities. In 2023, with the help of 150 volunteers, The Cowshed supported 5,500 individuals with new and recycled clothing in Berkshire alone. More recently, Pigeon has given surplus stock to Little Village HQ, which runs a network of baby banks across London, taking referrals from over 2,300 professionals and supporting over 7,560 children in 2023.
Pigeon hopes to work with like-minded brands to increase the amount of stock going to people who need it via an initiative called Clothes Together.
Clothes Together aims to make it desirable for brands, both large and small, to donate redundant stock in a simple and meaningful way as part of their circular activities. Brands that donate stock can display the Clothes Together logo on their website to demonstrate their commitment to waste reduction and circular fashion. In the longer term, a website may be created to receive referrals more widely and in greater numbers.
Many brands are now experimenting with rental and re-sale initiatives as part of their circular fashion activities. According to Pigeon Organics, Clothes Together completes the circle by supporting families for whom rental and re-sale may be out of reach. Not only does it help the environment, but also supports families in real need.
Any brand with spare stock − clothing, shoes and accessories − that would like to learn more can contact Jane Shepherd at info@pigeonorganics.com.
